AO.com creative account up for grabs as brand eyes expansion

Online electrical brand AO.com has announced a review of its creative account, currently held by Beattie McGuinness Bungay (BMB), as it ramps up its drive to expand into more categories and internationally.

BMB won the account in 2013 without a pitch and soon after AO.com launched its inaugural TV campaign – ‘Obsessive Passions’ – and followed it up a year later with a series of TV and online ads in a bid to drive market share.

Andrew Kirkcaldy, group brand director at AO.com, said the business “has grown at a phenomenal rate” and as it looks to grow into more categories and countries into which the creative remit will be expanded.

“Today ao.com is on a mission to give UK consumers a better way to shop the electrical retail sector. As we look to solidify this brand positioning, expand the remit of our creative partner and embark on a journey to become the best electrical retailer in Europe, out of due diligence we have chosen to undertake a pitch process,” Kirkcaldy said.

He confirmed that BMB would repitch for the business. “BMB has done a great job of supporting AO in defining and shaping the brand, and have rightly earned the opportunity to be part of this process. We will be supported throughout the agency review by AAR.”

Juliet Haygarth, chief executive at BMB added that the agency was “excited to be in the running to extend this solid relationship”.

AO.com declined to comment on the value of the account.

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